Market Intelligence
Demand for MBA and
Business Master’s
Programs: Insights
on Candidate
Decision Making
Summary Report
mba.com Prospective Students
Survey 2019
April 2019
Demand for MBA and Business Master’s Programs: Insights on Candidate Decision Making Summary Report, mba.com
Prospective Students Survey 2019 is a product of the Graduate Management Admission Council (GMAC), a global, missiondriven association of 223 leading graduate business schools. Founded in 1953, we are actively committed to advancing the art and
science of admissions by convening and representing the industry and offering best-in-class products and services for schools and
students. GMAC owns and administers the Graduate Management Admission Test™ (GMAT™) exam, used by more than 7,000
graduate programs worldwide. Other GMAC assessments include the NMAT by GMAC™ exam, for entrance into graduate
management programs in India, South Africa, and the Philippines, and the Executive Assessment, specifically designed for
Executive MBA programs around the world. The Council is based in the United States with offices in the United Kingdom, India,
and China.
Contents
Introduction
4
Executive Summary
5
Graduate Management Education Decisions
8
Program Choices
12
School Selection Criteria
26
Study Destination Considerations
30
Respondent Demographic Profile
40
Contributors and Contact Information
42
3
mba.com Prospective Students Survey 2019
Introduction
Nearly 10,000 mba.com registrants worldwide responded to
the mba.com Prospective Students Survey in 2018
Each month, the Graduate Management Admission Council
(GMAC) surveys a random sample of individuals who three
months prior registered on mba.com—the GMAC™ website for
prospective graduate business students. Their survey responses
provide an inside look into the decision-making process of
people currently considering applying to a graduate business
school program. The findings detailed in this report are based
on responses from a total of 9,617 individuals surveyed between
January and December 2018, as well as responses from more
than 126,000 individuals surveyed between the years 2009 and
2017.
Survey respondents represent demand for various MBA and
business master’s program categories, including full-time
MBA, professional MBA, executive MBA, and business master’s
programs. Each program category contains specific program
types. For example, full-time MBA programs include full-time
one-year and full-time two-year MBA programs. Professional
MBA programs include part-time, flexible, and online MBA
programs. Business master’s programs include Master in
Management, Master of Finance, Master of Data Analytics, and
Master of Accounting, among others.
This report—the first in a series of topical reports based on
mba.com Prospective Students Survey responses collected in
2018—summarizes the findings associated with candidate
demand for business school programs and study destinations. A
separate supplemental report provides detailed breakdowns
of 2018 candidate survey responses by a number of variables of
interest to school professionals, including by program type,
candidate country of citizenship and residence, and candidate
preferred study destination.
4
About the Data
The results of this survey do not necessarily reflect a statistically
representative sample of the global prospective student
population. Rather, the results reflect responses from
prospective students who register on mba.com. Because of this
limitation, the results of this research study should not be used
to generalize about the global prospective student population,
but rather the mba.com registrant population.
Explore and Filter the Data for Yourself
An Interactive Data Research Tool accompanies the mba.com
Prospective Students Survey 2019. Available exclusively to
school professionals at GMAT™ score-accepting institutions,
the tool allows users to customize data searches by multiple
survey response variables, such as candidate segment,
citizenship/residence, gender, age, preferred program type, and
more. Access it with your gmac.com login at:
www.gmac.com/prospectivestudents.
Business School Participation in GMAC Research
GMAC Research offers graduate business schools opportunities
to gather data and generate insights about the business school
pipeline.
Schools can sign up to participate in the GMAC Application
Trends Survey and Corporate Recruiters Survey on our survey
sign-up page:
www.gmac.com/surveysignup.
mba.com Prospective Students Survey 2019
Executive Summary
Ten years of survey responses highlight candidate choices in
an increasingly complex and global GME marketplace
For a decade, GMAC Research has been surveying mba.com
registrants with a consistent slate of core questions to gain an
inside look into the candidate decision-making process along
the journey to graduate management education (GME).
Analysis of these survey responses over time provide insights
into candidate considerations, preferences, and attitudes
related to their business school choices.
Over this period, GME as an industry has evolved in a number
of meaningful ways that have expanded candidate choice.
Beyond the traditional offerings of full-time and part-time MBA
programs and business master’s programs like the Master in
Management, Master of Accounting, and Master of Finance,
business school candidates now choose from an expanded
portfolio of more specialized program options, including
programs offered in a variety of different formats and delivery
methods. At the same time, the number of high-quality business
school options around the world is greater than ever before.
These forces combined have had the effect of increasing
candidate options. Among 2018 survey respondents, 79 percent
are considering multiple program types, and 58 percent plan to
apply to programs outside their country of residence.
To narrow their GME choices, about half of candidates say their
first consideration is determining the type of degree program
they want to pursue (47% of candidates). Even as program
options have expanded, the MBA remains the most popular
offering in GME among mba.com registrants. Overall, 4 in 5
candidates are considering an MBA program type (79%), and 3
in 5 candidates prefer an MBA program type (61%).
Consideration of both full-time one-year and two-year MBA
5
programs has increased in recent years. Overall consideration of
one-year MBA programs (47%) surpassed two-year MBA
programs (45%) in 2018 for only the second time in the last
decade of survey data. Among business master’s program types,
the Master of Finance is the most considered (24%), followed by
Master of Data Analytics (19%), which has grown its
consideration each year since it was added to the survey in
2013.
While the percentage of candidates who plan to apply to
international programs has held steady over the past five years,
their study destination preferences have recently shifted.
Among candidates who plan to apply internationally, preference
for the United States as their study destination has declined
sharply over the last two years in an acceleration of the longterm, gradual decline seen over the previous eight years. After
declining from 54 percent to 48 percent between 2009 and
2016, preference for the United States declined to 44 percent in
2017 and 40 percent in 2018—a trend likely driven in part by
the current political climate. Between 2016 and 2018,
preference for Western Europe as a study destination among
the same segment of international candidates grew from 31
percent to 40 percent.
This report, Demand for MBA and Business Master’s
Programs: Insights on Candidate Decision Making Summary
Report, mba.com Prospective Students Survey 2019, provides
school professionals around the world with insights on
candidate decision making related to their journey to GME
based on analysis of 10 years of survey data.
mba.com Prospective Students Survey 2019
Executive Summary
Key Findings
Even as program options expand, the MBA remains the
most popular candidate choice for their GME.
• Overall, 79 percent of candidates are considering an MBA
program type, and 61 percent of candidates prefer an MBA
program type. The full-time MBA remains the most popular
option, as 65 percent of candidates overall are considering a
full-time MBA program type, and 40 percent say it’s their
preferred option.
• Consideration of both full-time one-year and two-year MBA
programs has increased in recent years. Overall
consideration of one-year MBA programs (47%) surpassed
two-year MBA programs (45%) in 2018 for only the second
time in the last decade of survey data. Twenty-one percent of
candidates prefer the full-time one-year MBA, and 19
percent of candidates prefer the full-time two-year MBA.
• Nearly half of candidates are considering both MBA and
business master’s program types (47%), and 1 in 5 candidates
are only considering business master’s program types (20%).
Master of Finance is the most considered business master’s
program type (24% of candidates), followed by Master of
Data Analytics (19%), which has grown its consideration
each year since it was added to the survey in 2013.
Shifts in candidate study destination preferences are
accelerating.
year declines (68% in 2017). Candidate plans to apply to
programs in Western Europe are up compared to the
previous year (37% in 2017 and 42% in 2018), as are plans to
apply to programs in Canada (19% in 2017 and 20% in
2018).
• Among candidates who plan to apply internationally,
preference for the United States as their study destination
has declined sharply over the last two years in an
acceleration of the long-term, gradual decline seen over the
previous eight years. After declining from 54 percent to 48
percent between 2009 and 2016, preference for the United
States declined to 44 percent in 2017 and 40 percent in 2018.
• The opposite trend is observed in international candidate
preference for Western Europe, and to a lesser degree
Canada. Among candidates who plan to apply
internationally, preference for Western Europe as their study
destination grew from 31 percent in 2016 to 40 percent in
2018. Preference for Canada rose from 8 percent to 9
percent.
• Notably, the United States remains a more common
international application target and preferred study
destination than Western Europe among residents of East
and Southeast Asia and Central and South Asia—regions that
are major sources of international candidates.
• Overall, about 2 in 3 candidates plan to apply to a program in
the United States (65%), making it the most popular
destination in terms of application plans, despite year-on6
mba.com Prospective Students Survey 2019
Executive Summary
Key Findings
In narrowing their GME choices, about half of
candidates say their first consideration is the type of
degree program they want to pursue (47%).
• Candidates preferring business master’s programs tend to
rank curriculum (e.g., specific curriculum offered) higher
than other candidates.
• Thirty-eight percent of candidates say their first
consideration is identifying the specific school or schools
they are interested in, and 15 percent of candidates say their
first consideration is the regional location in which they want
to study.
Most candidates are considering alternatives to
business school to achieve their professional,
educational, and personal goals (89%).
• Candidates preferring business master’s programs are the
most likely to first consider the type of degree program they
plan to pursue (55%), while candidates preferring full-time
MBA and executive MBA programs are more likely to first
consider specific schools (47% and 45%, respectively).
• Candidates preferring professional MBA programs are more
likely than those preferring other program categories to first
consider the regional location (29%).
Candidates most often say quality/reputation (e.g.,
rankings, accreditation, faculty) is the most important
selection criteria they have in choosing a school.
• Candidates preferring full-time MBA and executive MBA
program types are especially likely to say quality/reputation
is most important to their school decision.
• Employment is the most widely pondered alternative,
whether it be candidates thinking about pursuing a new job
(50% of candidates) or continuing in the same job (29%).
• Other notable alternatives candidates consider include
shorter and cheaper educational options, including
professional certifications (37% of candidates), graduate
certificate programs in business (23%), and corporate
training programs (19%).
• Reservations related to cost are the most likely to impact
candidates’ pursuit of business school. Overall, about a
quarter of candidates say that having to take on large debts
(26%) and that business school requires more money than
they have available (23%) may prevent their plans to pursue
GME.
• More so than candidates preferring other program types,
candidates preferring professional MBA programs tend to
place relative greater importance on specific program aspects
(e.g., desired program format and length) and financial
aspects (e.g., total costs, availability of scholarships).
7
mba.com Prospective Students Survey 2019
Graduate Management
Education Decisions
The path to pursuing GME is complex and requires
several decisions along the way. Among the questions
business school candidates must ask themselves are:
• What type of degree program do I want to pursue?
• Which business school do I want to attend?
• Where in the world do I want to study?
The order in which candidates prioritize and determine
the answers to these questions has implications for which
programs they apply to and which they will ultimately
decide to attend.
At the same time, candidates weigh their reservations to
attending business school and consider alternative means
to accomplish their professional, educational, and
personal goals. Understanding these various aspects of
candidate decision making can provide business school
professionals with insight into the candidate mindset and
enhance strategies to position the value of their programs.
8
Graduate Management Education Decisions
About half of candidates’ first consideration is to select the
type of degree program they want to pursue
In weighing their options for GME, candidates make a number of considerations in
order to narrow their choices. Overall, about half of candidates say that their first
consideration is the type of degree program they want to pursue (47%). Thirty-eight
percent of candidates say their first consideration is identifying the specific school or
schools they are interested in, and 15 percent of candidates say their first consideration
is the regional location in which they want to study.
First Business School Consideration
Regional
location
15%
Candidates preferring business master’s programs are the most likely to first consider
the type of degree program they plan to pursue (55%), while candidates preferring fulltime MBA and executive MBA programs are more likely to first consider specific
schools. Candidates preferring professional MBA programs are more likely than those
preferring other program categories to first consider the regional location (29%).
Specific
school
Type of
degree
program
47%
38%
First Business School Consideration, by Preferred Program Category
Percentage of Candidates
100%
13%
32%
13%
47%
50%
55%
29%
27%
15%
45%
40%
44%
40%
Full-time MBA
Professional MBA
Executive MBA
Regional location
Specific school
Type of degree program
0%
Business master's
Preferred Program Category
9
mba.com Prospective Students Survey 2019
Graduate Management Education Decisions
Reservations related to cost are the most likely to impact
candidates’ pursuit of business school
Cost is the chief source of reluctance among candidates in deciding whether or not to pursue GME. Overall, about a quarter of
candidates say that having to take on large debts and that business school requires more money than they have available may
prevent their plans to pursue GME. Only 17 percent of candidates say these factors have no impact on their decision to pursue
business school. More than half say these factors will have a slight or moderate impact on their choice.
Other notable areas of reservation include uncertainty around the economy and job prospects, the need to delay attractive job
opportunities, and concerns that they will not get the same benefits from GME as others.
Impact of Reservations on Pursuing Business School
100%
17%
17%
Percentage of Candidates
31%
75%
25%
26%
Taking on
large debts
33%
31%
23%
13%
62%
23%
14%
9%
7%
26%
20%
17%
Slightly
impact
Moderately
impact
32%
24%
24%
47%
39%
32%
25%
0%
36%
39%
57%
30%
26%
34%
28%
50%
32%
No impact
10%
May
prevent
pursuit
Requiring
Uncertain
Delaying
Not getting Postponing Limiting time Demands on
Too
more money economy/job attractive job same benefits major life
for
time and
intimidating
than available prospects opportunities as others
plans
family/friends
energy
Reservation
10
mba.com Prospective Students Survey 2019
Graduate Management Education Decisions
Pursuing a new job is the most commonly considered
alternative to business school
The vast majority of candidates are considering alternatives to business school to achieve their professional, educational, and
personal goals (89%). Consistent with past years, employment is the most widely pondered alternative, whether it be candidates
thinking about pursuing a new job (50% of candidates) or continuing in the same job (29%). Candidates who prefer full-time
MBA programs are more likely to be considering pursuing a new job (56%) than continuing in the same job (33%), whereas
candidates who prefer professional MBA programs are equally likely to consider each (46%).
Other notable alternatives candidates consider include shorter and cheaper educational options, including professional
certifications (37% of candidates), graduate certificate programs in business (23%), and corporate training programs (19%).
Alternatives to Business School Considered
Preferred Program Category
Alternatives
Overall
Business
master’s
Full-time MBA
Professional
MBA
Executive MBA
Pursue a new job
50%
47%
56%
46%
45%
Professional certifications
37%
39%
32%
43%
39%
Continue working in the same job
29%
17%
33%
46%
35%
Graduate certificate program (business)
23%
26%
18%
25%
25%
Corporate training program
19%
21%
15%
22%
23%
MOOC
18%
18%
15%
21%
23%
Professional workshops/seminars
17%
16%
14%
26%
18%
Graduate certificate program
(nonbusiness)
10%
12%
9%
10%
10%
Nonbusiness graduate degree program
19%
17%
18%
20%
13%
None of these
11%
11%
11%
10%
12%
11
mba.com Prospective Students Survey 2019
Program Choices
Overall, about half of candidates say that their first
consideration in weighing their GME options is the type of
degree program they want to pursue (47%). More so than
ever before, candidates have a wide variety of options to
deliberate in the process of identifying their best-fit
program type.
To get a sense of which program types candidates are
open to, the survey asks candidates to select from the
complete list of program types which they are considering.
From those programs, candidates are asked to identify
which one is their preferred program type. Analyzing
candidate responses over the last 10 years reveals shifts in
demand by program type that provide business school
professionals with insights into the increasingly
competitive market for talented candidates.
Among 2018 respondents, 79 percent report considering
multiple program types, including 47 percent that are
considering both MBA and business master’s program
types. Overall, full-time one-year and two-year MBA
programs remain the most considered and preferred
program types. Over the last several years, multiple
program types have seen growth in candidate
consideration, including full-time one-year MBA, full-time
two-year MBA, and Master of Data Analytics programs.
12
Program Choices
The full-time one-year and two-year MBA top the list of most
considered program types
MBA Program Types Considered*
The MBA remains the predominant credential
sought in GME, as overall 4 in 5 candidates are
considering an MBA program type (79%). Two in 3
candidates are considering either a full-time oneyear or two-year MBA program (65%). Consideration
of one-year MBA programs (47%) eclipsed two-year
MBA programs (45%) in 2018 for only the second
time in the last decade of survey data.
On par with last year, 1 in 5 candidates are
exclusively considering business master’s program
types (20%). Topping the list of most considered
business master’s program types are the Master of
Finance (24%) and the Master of Data Analytics
(19%), the latter of which has grown its consideration
each year since it was added to the survey in 2013.
Program Considerations
MBA
program
types
only
33%
Both
47%
Business
master’s
program
types
only
20%
Full-time one-year MBA
Full-time two-year MBA
Part-time MBA
Flexible MBA
Executive MBA
Online MBA
Joint/dual degree w/ MBA
Hybrid/blended MBA
47%
45%
22%
18%
14%
12%
11%
9%
Business Master’s Program Types Considered*
Master of Finance
Master of Data Analytics
Master in International Management
Master in Management
Master of Marketing
Master of Accounting
Master of Information Technology
Master of Project Management
Master of Entrepreneurship
Master of Supply Chain Mgmt
Master of Human Resources
Master of Engineering Mgmt
Master of Real Estate Mgmt
Master of Taxation
Master of Health Administration
24%
19%
14%
14%
12%
11%
11%
10%
10%
9%
6%
5%
4%
3%
3%
0%
*Total does not sum to 100 percent because of multiple selections.
13
10%
20%
30%
40%
50%
Percentage of Candidates
mba.com Prospective Students Survey 2019
Program Choices
The percentage of candidates considering full-time one-year
and two-year MBA programs has increased in recent years
10-Year Trend in Program Type Consideration
Full-Time Two-Year MBA
Full-Time One-Year MBA
60%
40%
44% 47%
42% 41%
41%
40%
40%
39%
38%
38%
20%
60%
45% 43%
45% 45%
40% 42% 41% 40% 40% 40%
40%
20%
0%
0%
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
'09
'10
'11
'13
'14
'15
'16
'17
'18
Flexible MBA
Part-Time MBA
60%
60%
40%
'12
33% 31%
20%
26% 24%
22% 21%
22% 22%
18% 17%
0%
40%
20%
21% 20%
17% 16% 18% 18% 15% 15% 17% 18%
0%
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
Note: The way candidates are asked about the program types they are considering was modified in 2017. Prior to then, candidates were first asked which
program category types they are considering (e.g., full-time MBA, business master’s) and then asked which program types within those categories they are
considering. From 2017 and forward, candidates select from a list of all program types.
14
mba.com Prospective Students Survey 2019
Program Choices
Consideration of Executive MBA and Online MBA programs
has remained relatively stable over the 10-year period
10-Year Trend in Program Type Consideration
Executive MBA
Online MBA
60%
60%
40%
40%
20%
16% 15% 15% 16% 14% 13%
12% 12% 15% 14%
0%
20%
14% 13% 12% 12% 12% 11%
10% 10% 11% 12%
0%
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
Note: The way candidates are asked about the program types they are considering was modified in 2017. Prior to then, candidates were first asked which
program category types they are considering (e.g., full-time MBA, business master’s) and then asked which program types within those categories they are
considering. From 2017 and forward, candidates select from a list of all program types.
15
mba.com Prospective Students Survey 2019
Program Choices
Master of Finance remains the top business master’s program
type considered; Master of Data Analytics on the rise
10-Year Trend in Program Type Consideration
Master of Data Analytics
Master of Finance
60%
60%
40%
24%
20% 22% 23% 21% 20% 22% 22% 23% 22%
20%
40%
20%
7%
8%
9% 11%
'13
'14
'15
17% 19%
0%
0%
'09
'10
'11
'12
'13
'14
'15
'16
'17
'09
'18
'10
Master in International Management
'12
'16
'17
'18
Master in Management
60%
60%
40%
40%
13% 13% 13% 14% 12% 13% 12% 14%
20%
'11
0%
16% 16% 16% 17% 14% 14%
11% 14%
20%
0%
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
Note: The way candidates are asked about the program types they are considering was modified in 2017. Prior to then, candidates were first asked which
program category types they are considering (e.g., full-time MBA, business master’s) and then asked which program types within those categories they are
considering. From 2017 and forward, candidates select from a list of all program types.
16
mba.com Prospective Students Survey 2019
Program Choices
Consideration of Master of Accounting has declined slightly;
Master of Information Technology trending upward
10-Year Trend in Program Type Consideration
Master of Marketing
Master of Accounting
60%
60%
40%
40%
11% 10% 10% 11% 10% 10% 12% 12%
20%
0%
20%
14% 15% 16% 15% 16% 16% 13% 14% 12% 11%
0%
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
'09
60%
60%
40%
40%
6%
5%
6%
6%
6%
6%
'11
'12
'13
'14
'15
'16
'11
'12
'13
'14
'15
'16
'17
'18
Master of Project Management
Master of Information Technology
20%
'10
10% 11%
0%
20%
7%
7%
8%
8%
8%
8% 11% 10%
'11
'12
'13
'14
'15
'16
0%
'09
'10
'17
'18
'09
'10
'17
'18
Note: The way candidates are asked about the program types they are considering was modified in 2017. Prior to then, candidates were first asked which
program category types they are considering (e.g., full-time MBA, business master’s) and then asked which program types within those categories they are
considering. From 2017 and forward, candidates select from a list of all program types.
17
mba.com Prospective Students Survey 2019
Program Choices
One in 10 global candidates are considering Master of
Entrepreneurship and Master of Supply Chain Mngmt. programs
10-Year Trend in Program Type Consideration
Master of Supply Chain Management
Master of Entrepreneurship
60%
60%
40%
40%
20%
7%
7%
7%
7%
8%
9%
'11
'12
'13
'14
'15
'16
10% 10%
20%
6%
6%
7%
7%
7%
7%
8%
9%
'11
'12
'13
'14
'15
'16
'17
'18
0%
0%
'09
'10
'17
'09
'18
Master of Engineering Management
Master of Human Resources
60%
60%
40%
40%
20%
'10
7%
7%
7%
7%
6%
6%
7%
6%
'11
'12
'13
'14
'15
'16
'17
'18
0%
20%
3%
3%
3%
3%
4%
3%
5%
5%
'11
'12
'13
'14
'15
'16
'17
'18
0%
'09
'10
'09
'10
Note: The way candidates are asked about the program types they are considering was modified in 2017. Prior to then, candidates were first asked which
program category types they are considering (e.g., full-time MBA, business master’s) and then asked which program types within those categories they are
considering. From 2017 and forward, candidates select from a list of all program types.
18
mba.com Prospective Students Survey 2019
Program Choices
Real estate, taxation, and health administration programs
appeal to a small niche of business school candidates
10-Year Trend in Program Type Consideration
Master of Taxation
Master of Real Estate Management
60%
60%
40%
40%
20%
20%
3%
3%
3%
3%
3%
3%
3%
4%
'11
'12
'13
'14
'15
'16
'17
'18
4%
4%
4%
4%
4%
4%
4%
3%
'11
'12
'13
'14
'15
'16
'17
'18
0%
0%
'09
'10
'09
'10
Master of Health Administration
60%
40%
20%
2%
2%
2%
2%
2%
2%
4%
3%
'11
'12
'13
'14
'15
'16
'17
'18
0%
'09
'10
Note: The way candidates are asked about the program types they are considering was modified in 2017. Prior to then, candidates were first asked which
program category types they are considering (e.g., full-time MBA, business master’s) and then asked which program types within those categories they are
considering. From 2017 and forward, candidates select from a list of all program types.
19
mba.com Prospective Students Survey 2019
Program Choices
Most candidates consider multiple program types (79%),
often selecting from among similar program types
Four in 5 candidates are considering more than one program type in their business school decision-making process (79%).
Often, there is overlap in program type consideration among similar program types. For example, more than half of candidates
considering full-time one-year MBA programs are also considering full-time two-year MBA programs, and vice versa.
Candidates considering a professional MBA program types tend to consider other professional MBA program types as well.
Business master’s program types are less likely to be considered among these candidates as they tend to be further along in their
careers and less likely to be seeking specialized study. Candidates considering business master’s program types, however, are
likely to be considering full-time MBA program types, as well as program types with similar specializations. For example, most
candidates considering Master of Accounting programs are also considering Master of Finance programs (57%).
Top Five Alternative Program Types Considered, Candidates Considering MBA Program Types
Top Five Alternative Program
Types Considered
Program Type Considered
20
Full-time oneyear MBA
Full-time twoyear MBA
Part-time MBA
Flexible MBA
Executive MBA
Online MBA
1
Full-time twoyear MBA (57%)
Full-time oneyear MBA (59%)
Flexible MBA
(52%)
Part-time MBA
(63%)
Full-time oneyear MBA (55%)
Part-time MBA
(65%)
2
Part-time MBA
(24%)
Master of
Finance (22%)
Full-time oneyear MBA (51%)
Full-time oneyear MBA (61%)
Full-time twoyear MBA (46%)
Flexible MBA
(51%)
3
Flexible MBA
(24%)
Part-time MBA
(21%)
Full-time twoyear MBA (42%)
Full-time twoyear MBA (48%)
Part-time MBA
(44%)
Full-time oneyear MBA (46%)
4
Master of
Finance (21%)
Flexible MBA
(19%)
Online MBA
(35%)
Online MBA
(33%)
Flexible MBA
(36%)
Hybrid/blended
MBA (36%)
5
Master of Data
Analytics (18%)
Master of Data
Analytics (18%)
Executive MBA
(28%)
Hybrid/blended
MBA (29%)
Online MBA
(24%)
Full-time twoyear MBA (35%)
mba.com Prospective Students Survey 2019
Program Choices
Most candidates consider multiple program types (79%),
often selecting from among similar program types
Top Five Alternative Program Types Considered, Candidates Considering Business Master’s Program Types
Top Five Alternative
Program Types Considered
Top Five Alternative
Program Types Considered
Program Type Considered
21
Master of
Finance
Master of Data
Analytics
Master of
Accounting
Master in Int’l
Management
Master in
Management
Master of
Marketing
1
Full-time one-year
MBA (42%)
Full-time one-year
MBA (44%)
Master of Finance
(57%)
Master in Mngmt.
(47%)
Master in Int’l
Mngmt. (47%)
Full-time one-year
MBA (49%)
2
Full-time two-year
MBA (41%)
Full-time two-year
MBA (41%)
Full-time one-year
MBA (35%)
Full-time one-year
MBA (46%)
Full-time one-year
MBA (41%)
Full-time two-year
MBA (45%)
3
Master of Data
Analytics (31%)
Master of Finance
(39%)
Full-time two-year
MBA (30%)
Full-time two-year
MBA (42%)
Full-time two-year
MBA (38%)
Master in Int’l
Mngmt. (33%)
4
Master of
Accounting (25%)
Master of Info.
Technology (32%)
Master of Data
Analytics (27%)
Master of Finance
(35%)
Master of Finance
(32%)
Master of Data
Analytics (30%)
5
Master in Int’l
Mngmt. (20%)
Master in Int’l
Mngmt. (22%)
Master of Taxation
(26%)
Master of Data
Analytics (29%)
Master of Data
Analytics (26%)
Master in Mngmt.
(30%)
Master of
Information
Technology
Master of
Project
Management
Master of
Supply Chain
Management
Master of
Human
Resources
Master of
Engineering
Management
1
Master of Data
Analytics (54%)
Full-time one-year
MBA (49%)
Full-time one-year
MBA (50%)
Full-time one-year
MBA (49%)
Full-time one-year
MBA (51%)
Full-time one-year
MBA (51%)
2
Full-time one-year
MBA (44%)
Full-time two-year
MBA (42%)
Full-time two-year
MBA (49%)
Full-time two-year
MBA (44%)
Full-time two-year
MBA (48%)
Full-time two-year
MBA (48%)
3
Full-time two-year
MBA (41%)
Master of Data
Analytics (37%)
Master of Int’l
Mngmt. (38%)
Master of Data
Analytics (43%)
Master of Int’l
Mngmt. (38%)
Master of Data
Analytics (42%)
4
Master of Finance
(33%)
Master of Int’l
Mngmt. (36%)
Master of Data
Analytics (35%)
Master of Project
Mngmt. (35%)
Master in Mngmt.
(37%)
Master of Project
Mngmt. (37%)
5
Master of Project
Mngmt. (26%)
Master of
Marketing (33%)
Master of
Marketing (34%)
Master of Int’l
Mngmt. (30%)
Master of
Marketing (32%)
Master of Sup. Chain
Mngmt. (30%)
Master of
Entrepreneurship
mba.com Prospective Students Survey 2019
Program Choices
Most candidates consider multiple program types (79%),
often selecting from among similar program types
Top Five Alternative Program Types Considered, Candidates Considering Business Master’s Program Types
Top Five Alternative
Program Types Considered
Program Type Considered
22
Master of Real Estate
Management
Master of Taxation
Master of Health Administration
1
Full-time one-year MBA (49%)
Master of Accounting (81%)
Full-time one-year MBA (53%)
2
Master of Finance (45%)
Master of Finance (60%)
Full-time two-year MBA (44%)
3
Full-time two-year MBA (43%)
Full-time one-year MBA (36%)
Master of Data Analytics (34%)
4
Master of Data Analytics (38%)
Full-time two-year MBA (33%)
Part-time MBA (33%)
5
Master of Project Mngmt. (34%)
Master of Data Analytics (31%)
Flexible MBA (33%)
mba.com Prospective Students Survey 2019
Program Choices
Overall, 61 percent of candidates prefer an MBA program type
while 36 percent prefer a business master’s program type
While most candidates consider multiple
program types (79%), the survey asks
candidates to identify a single option as
their preferred program type. Generally
speaking, trends in candidates’ preferred
program types mirror trends in candidate
consideration.
Overall, more candidates prefer an MBA
program type (61%) than prefer a business
master’s program type (36%). Two in 5
candidates prefer a full-time MBA program
type (40%). Similar to trends in
consideration, a slightly higher percentage
of candidates overall prefer full-time oneyear programs (21%) to full-time two-year
programs (19%). A smaller proportion of
candidates prefer professional and
executive MBA program types.
Overall, 1 in 10 candidates identify the
Master of Finance as their preferred
program type (10%), double the share of
candidates that prefer the next highest
among business master’s program type,
Master of Data Analytics (5%).
Preferred Program Type, MBA Program Types
Full-time one-year MBA
Full-time two-year MBA
Part-time MBA
Flexible MBA
Executive MBA
Joint/dual degree w/ MBA
Online MBA
Hybrid/blended MBA
21%
19%
6%
4%
4%
3%
3%
2%
Preferred Program Type, Business Master’s Program Types
Master of Finance
Master of Data Analytics
Master of Accounting
Master in International Management
Master in Management
Master of Marketing
Master of Information Technology
Master of Project Management
Master of Entrepreneurship
Master of Supply Chain Mgmt
Master of Human Resources
Master of Engineering Mgmt
Master of Real Estate Mgmt
Master of Taxation
Master of Health Administration
10%
5%
4%
3%
3%
2%
1%
1%
1%
1%
1%
1%
0.4%
0.4%
0.4%
0%
5%
10%
15%
20%
25%
Percentage of Candidates
23
mba.com Prospective Students Survey 2019
Program Choices
Focus on full-time MBA programs
Overall, a slightly larger percentage of
candidates are considering full-time
one-year MBA programs (47%) than
full-time two-year MBA programs
(45%) among 2018 survey respondents.
While this is only the second year this
has occurred over the last decade of
survey data, full-time one-year
programs have been the more
frequently considered full-time MBA
option for most citizenship groups over
the same period. This is particularly
true among citizens of Canada and
countries in Africa, Western and
Eastern Europe, and East and
Southeast Asia.
In 2018, the United States is the only
citizenship group among the nine
major citizenship groups examined in
which the full-time two-year MBA is
more widely considered than the oneyear alternative. Even among US
citizens, however, the gap in
consideration between two-year and
one-year programs has narrowed
slightly over the 10-year period.
Consideration of Full-Time MBA Programs by Region of Citizenship
Full-time one-year MBA
Africa
75%
50%
25%
Canada
43%
41%
38%
35%
Full-time two-year MBA
C. & S. Asia
49%
57%
45%
45%
63%
58%
60%
58%
0%
'09
25%
'09
'18
41%
37%
'09
E. Europe
E. & SE. Asia/PI
75%
50%
'18
44%
'18
LATAM
59%
56%
40%
55%
52%
42%
35%
29%
33%
0%
'09
25%
'09
'18
Middle East
75%
50%
'18
49%
38%
'09
United States
46%
44%
45%
36%
'18
W. Europe
55%
49%
39%
48%
32%
31%
0%
'09
24
'18
'09
'18
'09
'18
mba.com Prospective Students Survey 2019
Program Choices
Focus on full-time MBA programs
25
Preferred Program Length, 2017 vs. 2018
2017
Percentage of Candidates
Trends in program length preference differ by candidates’
preferred study destination. Among candidates whose
preferred study destination is the United States,
preference for programs of 19 months or longer declined
from 43 percent to 36 percent, while among candidates
preferring Canada it increased from 19 percent to 31
percent. These shifts are likely driven in part by larger
shifts in candidates’ preferred study destination that are
discussed later in this report. Among candidates
preferring full-time MBA programs 19 months or longer
who plan to apply to international programs (i.e.,
programs outside their country of residence), the share
that prefer Canada as their study destination increased
from 5 percent to 11 percent between 2017 and 2018,
while preference for the United States declined from 73
percent to 67 percent over the same period.
Candidates Preferring Full-Time MBA Programs
60%
44%
2018
48%
34%
40%
22%
22%
30%
20%
0%
12 months or less
13-18 months
19 months or more
Program Length
Percentage That Prefer Programs 19 Months or Longer
by Preferred Study Destination, 2017 vs. 2018
Percentage of Candidates
Apart from the survey items that examine candidates’
considered and preferred program types, a separate
survey item inquires about candidates’ preferred program
length. In line with the trends discussed earlier, program
duration preferences have shifted somewhat over the last
year among candidates who prefer full-time MBA
program types. The percentage of these candidates who
say their preferred program length is 19 months or more
(i.e., two-year programs) declined overall from 34 percent
to 30 percent, while the percentage who say their
preferred length is 13-18 months (i.e., one-year programs)
increased from 44 to 48 percent.
2017
2018
60%
43%
40%
20%
31%
19%
36%
17% 17%
13% 12%
0%
Canada
E & SE Asia
United States
Preferred Study Destination
Western
Europe
mba.com Prospective Students Survey 2019
School Selection
Criteria
For many candidates, identifying the specific business schools
they are interested in attending is their first consideration in
weighing their options for GME (38% of candidates overall).
This is particularly true among candidates preferring full-time
MBA (47%) and executive MBA (45%) program types.
Among the different aspects of business schools that candidates
take into account in deciding where to attend are financial
aspects (e.g., total costs, availability of scholarships), specific
program aspects (e.g., desired program format and length),
student class profile (e.g., the percentage of women,
underrepresented minorities, nationalities, or other groups
within the class), curriculum aspects (e.g., specific curriculum
offered), career aspects (e.g., job placement, career services
quality), quality/reputation (e.g., rankings, accreditation,
faculty), and school culture (e.g., competitive vs. collaborative,
vocational vs. academic).
Understanding how candidates weigh the importance of
different school selection criteria can give school professionals
insight into how to best highlight the features of their schools
to different candidate audiences.
26
School Selection Criteria
Candidates most often say quality/reputation is the most
important selection criteria they have in choosing a school
Candidates weigh a number of factors in determining which specific business schools they are interested in attending. These
factors, of course, are not all equal in their power to sway candidates’ decisions. In the survey, candidates are asked to rank the
importance of seven school selection criteria from most important to least important. Overall, quality/reputation is the most
common selection as most important (e.g., rankings, accreditation, faculty, 43% of candidates), followed by specific program
aspects (e.g., desired program format and length, 17%), career aspects (e.g., job placement, career services quality, 16%), and
financial aspects (e.g., total costs, availability of scholarships, 13%). School culture (e.g., competitive vs. collaborative, vocational
vs. academic) and student class profile (e.g., the percentage of women, underrepresented minorities, nationalities, or other
groups within the class) tend to be viewed as less important to candidates relative to the other factors.
Ranking of Importance of School Selection Criteria
1 Least important
2
3
4
5
6
7 Most important
Percentage of Candidates
50%
40%
30%
20%
10%
0%
Quality/reputation
27
Specific program
aspects
Career aspects
Financial aspects Curriculum aspects
School Selection Criteria
School culture
Student class
profile
mba.com Prospective Students Survey 2019
School Selection Criteria
Candidates’ school selection criteria vary by the type of
program they prefer
The relative importance candidates place on these school selection criteria vary somewhat by their preferred program category.
Across all, quality/reputation is the most common selection as most important, although to a greater degree among candidates
preferring full-time MBA and executive MBA programs. School culture and class profile are ranked similarly low across
preferred program categories.
Candidates preferring professional MBA program types tend to place greater importance on specific program aspects and
financial aspects, while candidates preferring full-time MBA and executive MBA place lower importance on financial aspects.
Candidates preferring business master’s programs tend to rank curriculum higher than other candidates, which makes sense
given the specialized nature of many of these programs.
Average Ranking of Importance of School Selection Criteria by Preferred Program Category
7
Most
important
6
5
4
3
Quality/reputation
Quality/reputation
Quality/reputation
Quality/reputation
Career
Specific program aspects
Curriculum
Financial
School culture
Specific program aspects
Financial
Career
Curriculum
School culture
Class profile
Class profile
Specific program aspects
Career
Curriculum
Financial
School culture
Class profile
Career
Specific program aspects
Curriculum
Financial
School culture
Class profile
2
Least
important
1
Full-time MBA
Professional MBA
Executive MBA
Business master's
Preferred Program Category
28
mba.com Prospective Students Survey 2019
School Selection Criteria
Candidates whose first business school consideration is a specific
school are twice as likely to say quality is most important
The relative importance candidates’ place on different school selection criteria also vary by what their first business school
consideration is. For example, among candidates who say their first consideration in weighing their options for GME is
identifying specific schools they are interested in attending, 61 percent say quality/reputation is their most important school
section criteria. These candidates are less likely to indicate financial costs or specific program aspects are most important.
Among candidates whose first business school consideration is type of degree program, curriculum aspects are viewed as
relatively more important compared with other candidates.
Most Important Factor in Selecting a School, by First Business School Consideration
Type of degree program
Specific school
Regional location
Percentage of Candidates
75%
61%
50%
33%
25%
30%
25%
22%
16% 16% 15%
18%
15%
8%
7%
11%
4%
7%
3% 3% 3%
1% 1% 2%
School culture
Student class
profile
0%
Quality/reputation Specific program
aspects
Career aspects
Financial aspects
Curriculum
aspects
School Selection Criteria
29
mba.com Prospective Students Survey 2019
Study Destination
Considerations
GME has long been an enabler of candidates’ international
mobility, making available to them opportunities to study,
live, and potentially work in parts of the world they otherwise
would not have been able to.
To understand trends in candidates’ application plans and
study destination preferences, the survey asks multiple items
related to where in the world candidates want to study.
Specifically, survey items probe candidates application plans
by world region/country, their preferred study destination by
world region/country, and their reasons for selecting their
preferred study destination. Analysis of candidate responses
over time reveal important shifts in candidate attitudes and
preferences with implications for school professionals across
the globe.
Most recently, changes in the political climate in key study
destinations have had the effect of accelerating what had
been long-term, gradual shifts in candidate study destination
preferences. Between 2016 and 2018 among candidates who
plan to apply internationally, the percentage that prefer the
United States as their study destination decreased from 48
percent to 40 percent, while the percentage that prefer to
study in Western Europe increased from 31 percent to 40
percent.
30
Study Destination Considerations
The percentage of candidates planning to apply internationally
has been stable over the last five years
Application Plans Relative to Residence*
Between 2009 and 2014, there was a steady increase in the
percentage of candidates who planned to apply to business school
programs outside of their country of residence, growing from 44
percent to 58 percent. In the years since, candidates’ international
application plans have remained stable.
Percentage of Respondents
Domestic programs
In all regions/countries of residence examined, a greater share of
candidates plan to apply internationally than domestically, with the
notable exceptions of the United States and Canada. Overall, 15
percent of candidates plan to apply to both domestic and
international programs. This is most common among residents of
Central and South Asia (27%) and Western Europe (22%).
International programs
100%
75%
68%
58%
57%
50%
25%
44%
0%
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
Application Plans Relative to Residence, by Region/Country of Residence*
Percentage of Respondents
Domestic programs
100%
86%
89%
83%
International programs
92%
82%
94%
92%
79%
76%
75%
50%
25%
27%
35%
39%
46%
32%
15%
14%
30%
16%
0%
Africa
Canada
C. & S. Asia
E. & SE.
Asia/PI
E. Europe
LATAM
Middle East
United States
W. Europe
Region/Country of Residence
*Totals sum to more than 100 percent due to candidates planning to apply both domestically and internationally. Candidates with international
application plans are those who plan to apply to programs outside their country of residence.
31
mba.com Prospective Students Survey 2019
Study Destination Considerations
Two in 3 candidates overall plan to apply to a US program;
United States and W. Europe are the top int’l application targets
Overall, about 2 in 3 candidates plan to apply to a
program in the United States (65%), making it the
most popular destination in terms of application
plans, followed by Western Europe (42%), and
Canada (20%). Compared to 2017, candidate
application plans for US programs declined by three
percentage points, while application plans for
Western Europe grew five percentage points and
application plans for Canada increased one
percentage point.
Looking specifically at candidates who plan to apply
to programs outside their country of residence, a
slightly higher percentage of candidates plan to apply
to programs in Western Europe (62%) than the
United States (61%). Similar to the overall trend, US
programs declined year-on-year whereas Western
European programs increased. International
candidates’ plans to apply to Canadian programs
held steady at 28 percent.
Notably, the United States remains a more common
international application target than Western Europe
among residents of East and Southeast Asia (60% vs.
51%) and Central and South Asia (69% vs. 56%,
details on next page), though Western Europe made
gains with both of these groups compared with last
year.
All Candidates
Application Plans by Program Region/Country*
2017
80%
68%
2018
65%
37%
40%
42%
19%
20%
10%
11%
0%
United States
W. Europe
Canada
E. & SE. Asia
Program Region/Country
Candidates With International Application Plans**
Application Plans by Program Region/Country*
2017
80%
63%
61%
58%
2018
62%
28%
40%
28%
14%
15%
0%
United States
W. Europe
Canada
E. & SE. Asia
Program Region/Country
*Totals do not sum to 100 percent due to multiple selections. **Candidates who plan to apply to programs outside their country of residence.
32
mba.com Prospective Students Survey 2019
Study Destination Considerations
Most candidates with international application plans intend to
apply to programs in multiple world regions/countries
Candidates With International Application Plans*
Application Plans by Candidate Region/Country of Residence and Program Region/Country
Region of Residence**
Overall
Africa
Canada
C. & S.
Asia
E. & SE.
Asia/PI
E.
Europe
LATAM
Middle
East
United
States
W.
Europe
2%
16%
1%
0%
1%
0%
0%
0%
2%
0%
Australia & PI
14%
18%
8%
25%
14%
7%
7%
16%
9%
5%
Canada
28%
49%
73%
47%
18%
14%
22%
38%
17%
10%
C. & S. Asia
8%
4%
4%
22%
4%
3%
1%
5%
6%
3%
E. & SE. Asia
15%
8%
13%
20%
27%
8%
3%
9%
14%
10%
E. Europe
15%
21%
6%
27%
9%
15%
13%
15%
8%
10%
LATAM
2%
3%
0%
2%
1%
1%
7%
1%
2%
1%
Middle East
2%
5%
0%
2%
1%
2%
1%
12%
2%
1%
United States
61%
62%
69%
69%
60%
44%
71%
60%
85%
39%
W. Europe
62%
53%
50%
56%
51%
76%
66%
63%
68%
84%
Don’t know
3%
3%
1%
3%
4%
2%
0%
1%
3%
2%
Avg. # of regions residents
intend to apply to
2.1
2.5
2.3
2.8
1.9
1.7
1.9
2.2
2.2
1.7
Program Region/Country
Africa
*Candidates who plan to apply to programs outside their country of residence. **Column totals do not sum to 100 percent due to multiple selections.
33
mba.com Prospective Students Survey 2019
Study Destination Considerations
10-year trend in international candidate study destination
preferences shows acceleration of decline for United States
In addition to asking which
regions/countries candidates plan to
send applications to, the survey asks
candidates to identify their one
preferred study destination
region/country.
Among candidates who plan to apply
internationally, preference for the
United States as their study destination
has declined sharply over the last two
years in an acceleration of the longterm, gradual decline seen over the
previous eight years. The opposite trend
is observed in international candidate
preference for Western Europe, and to a
lesser degree Canada—that is, an
accelerated increase over the past two
years following a longer period of
gradual increase.
This acceleration is likely driven in part
by the political climate in the United
States, which ongoing GMAC research
shows has elevated concerns among
non-US citizen candidates about their
ability to obtain work visas in the United
States post-GME, among other negative
impressions.
34
Candidates With International Application Plans*
Preferred Study Destination
United States
W. Europe
75%
75%
54%
40%
50%
40%
50%
27%
25%
25%
0%
0%
'09 '10 '11 '12 '13 '14 '15 '16 '17 '18
'09 '10 '11 '12 '13 '14 '15 '16 '17 '18
Canada
E. & SE. Asia
75%
75%
50%
50%
25%
4%
9%
0%
25%
5%
6%
0%
'09 '10 '11 '12 '13 '14 '15 '16 '17 '18
'09 '10 '11 '12 '13 '14 '15 '16 '17 '18
*Candidates who plan to apply to programs outside their country of residence.
mba.com Prospective Students Survey 2019
Study Destination Considerations
Equal shares of candidates who plan to apply internationally say
their preferred destination is the United States and W. Europe
Among candidates with international application plans, equal shares prefer the United States and Western Europe as their study
destination (40% each). Notably, preference for the United States is greater among residents of East and Southeast Asia (45% vs.
31%) and Central and South Asia (41% vs. 30%)—regions that are major sources of international candidates. Most residents of
Western Europe and Eastern Europe with international application plans prefer to study in Western Europe (71% and 59%,
respectively), and most US residents who plan to apply internationally prefer to study in the United States (73%).
Candidates With International Application Plans*
Preferred Study Destination by Candidate Region/Country of Residence and Program Region/Country
Region of Residence
Program Region/Country
Overall
Africa
Canada
C. & S.
Asia
E. & SE.
Asia/PI
E.
Europe
LATAM
Middle
East
United
States
W.
Europe
Africa
1%
6%
1%
0%
0%
0%
0%
0%
0%
0%
Australia & PI
1%
2%
1%
2%
2%
1%
1%
1%
0%
1%
Canada
9%
21%
31%
13%
5%
3%
9%
16%
2%
2%
C. & S. Asia
2%
0%
0%
9%
0%
1%
0%
0%
0%
0%
E. & SE. Asia
6%
2%
7%
5%
16%
3%
1%
4%
4%
4%
E. Europe
0%
0%
0%
0%
0%
4%
0%
0%
0%
0%
LATAM
0%
0%
0%
0%
0%
0%
1%
0%
0%
0%
Middle East
0%
1%
0%
0%
0%
1%
0%
3%
0%
0%
United States
40%
33%
40%
41%
45%
30%
46%
36%
73%
21%
W. Europe
40%
34%
19%
30%
31%
59%
42%
38%
20%
71%
*Candidates who plan to apply to programs outside their country of residence.
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mba.com Prospective Students Survey 2019
Study Destination Considerations
International candidates who prefer to study internationally
select different study destinations for different reasons
Different study destinations have different appeals that attract international candidates. The United States and Western Europe
are most likely to be selected because of the reputation of their educational systems and improved chances of an international
career. Canada is more likely to be selected than other destinations because of the ease of obtaining work permits and student
visas, as well as the availability of financial aid and safety and physical security. East and Southeast Asia is more likely to be
selected than other destinations because it allows candidates to be near relatives/family and improves access to jobs in candidates’
home countries. The United States is less likely than other destinations to be selected for safety and physical security and
affordability.
Candidates Who Prefer to Study Internationally*
Reasons for Selecting Preferred Study Destination, by Preferred Study Destination
Percentage of Candidates
100%
Percentage of Candidates
United States
100%
75% 70%
59% 60%
50%
63% 65% 65%
52%
60%
W. Europe
50% 49% 52%
59% 57%
Canada
49% 49%
E. & SE. Asia
38%
50%
37%
49%
36% 37% 35%
27%
33% 28% 39% 26%
0%
Reputation of
Improved chances Better preparation
educational system of international
for career
career
50%
30%
43% 35%
27%
23% 18% 19% 30%
22% 28%
44%
35%
Build international
network of
peers/colleagues
21%
40% 43% 34%
Attractiveness of
location
Diversity of student
body
49%
19% 21%
20%
12% 17%
29%
12%
Availability of
financial aid
8% 7% 12%
21%
0%
Country offers
Improved access to Safety and physical
English language
jobs in home
security
education
country
Affordability of
education
Ease of obtaining
work permits
Ease of obtaining
student visa
Near
relatives/family
*Candidates whose preferred study destination is outside their country of residence.
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mba.com Prospective Students Survey 2019
Study Destination Considerations
Focus on international study in the United States
Non-US Citizens Preferring to Study in the US
Similar to the trend seen among candidates with international
application plans, the percentage of non-US citizens who say the
United States is their preferred study destination has declined in
the last two years following a long-term, more gradual decline
seen over the previous eight years. Between 2009 and 2016, the
percentage of non-US citizens who preferred to study in the
United States declined from 47 percent to 42 percent. In 2018, it
declined to 34 percent.
Percentage of Candidates
60%
By region/country of citizenship, the two-year decline is greatest
among citizens of countries in Central and South Asia, declining
from 52 percent to 40 percent.
47%
34%
40%
20%
0%
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
Candidate Preference to Study in the United States by Region/Country of Citizenship
Percentage of Candidates
2016
2018
75%
52%
50%
39%
40%
33%
18%
25%
49%
53%
43%
23%
36%
48%
36% 36%
29%
18% 18%
0%
Africa
Canada
C. & S. Asia
E. & SE.
Asia/PI
E. Europe
LATAM
Middle East
W. Europe
Region/Country of Citizenship
37
mba.com Prospective Students Survey 2019
Study Destination Considerations
Focus on international study in the United States
Regardless of where programs in the United States factor into candidates’ choices—whether they are planning to apply,
considered but not applying, or never considered applying—tuition costs and cost of living are the biggest factors that may
prevent them from pursuing GME in the United States. Those who are planning to apply and those who considered but are not
applying are more likely to have concerns about their ability to obtain a job in the United States than they are to have concerns
about the political environment.
Percentage of Candidates
Percentage of Candidates
Non-US Citizens
Percentage Who Agree Factors May Prevent Them From Pursuing GME in the United States, by Application Plans
Applying/planning to apply to US programs
100%
66%
79% 76%
57%
67%
Considered but not applying to US programs
60%
57%
50%
41%
28%
Never considered applying to a US program
50% 50% 44%
50% 48%
41%
0%
Tuition costs
Cost of living
43% 43% 45%
41% 44% 36%
Availability of desired
programs
Ability to obtain job in US
post-GME
Ability to obtain a student
visa
100%
50%
39%
47% 53%
35% 37% 37%
34% 36%
17%
0%
Distance from home/family
Competitive admission
requirements
Political environment
Safety and security concerns Racism and discrimination
concerns
Factors Related to Studying in the United States
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mba.com Prospective Students Survey 2019
Study Destination Considerations
Focus on international study in the United Kingdom
In the last year, there has been an increase in the
percentage of non-UK citizens who say they prefer to study
in the United Kingdom because of safety and physical
security (21% in 2017 and 28% in 2018) and the ease of
obtaining a student visa (8% in 2017 and 14% in 2018). A
portion of this increase is likely attributable to
internationally-minded candidates shifting their preference
away from the United States and to the United Kingdom.
The majority of non-UK citizens who prefer the United
Kingdom considered the United States at some point in
time (72%).
European Citizens
16%
15%
8%
10%
5%
0%
'09
'10
'11
'12
'13
'14
'15
'16
'17
'18
UK Citizens Preferring to Study in the UK
75%
58%
50%
42%
25%
0%
'09
39
Non-European Citizens
20%
Percentage of Candidates
The top reasons non-UK citizens cite in selecting the
United Kingdom as their preferred study destination
include the reputation of the education system (75%),
improved chances of an international career (64%), the
opportunity to build a network of international
peers/colleagues (59%), better preparation for their career
(54%), and the attractiveness of the location (52%).
Non-UK Citizens Preferring to Study in the UK
Percentage of Candidates
As shown in other GMAC research publications, candidate
survey responses continue to suggest that concerns about
Brexit’s impact on international student mobility to the
United Kingdom have not come to fruition. While there has
been a decline in the percentage of UK citizens who say the
United Kingdom is their preferred study destination in the
last two years, preference for the United Kingdom as a
destination has increased among non-UK citizens, both
among non-citizens residing within and outside of Europe.
'10
'11
'12
'13
'14
'15
'16
'17
'18
mba.com Prospective Students Survey 2019
Respondent
Demographic Profile
This section details the gender and age details of 2018
survey respondents by their country of citizenship and
residence.
40
Application Trends Survey Report 2018
Respondent Demographic Profile
Respondent Demographic Profile
Gender
Overall*
Male
Female
Other
22 and
under
23 to 24
25 to 30
31 to 39
40 and
older
9,617
5,411
4,161
45
2,631
1,659
3,402
1,383
444
Africa
780
486
290
4
133
297
196
63
486
Australia & Pacific Islands
84
53
29
2
11
27
16
12
53
Canada
376
210
161
5
46
153
79
33
210
Central & South Asia
1,409
947
459
3
297
511
169
22
947
East & Southeast Asia
459
171
35
645
Citizenship
Global
Residence
Age
1,684
645
1,031
8
248
Eastern Europe
308
133
173
2
50
74
58
10
133
Latin America
465
300
165
0
62
252
94
26
300
Middle East
218
134
84
0
31
81
58
16
134
United States
2,901
1,618
1,268
15
467
1,210
397
177
1,618
Western Europe
1,281
823
453
5
298
300
123
38
823
Africa
703
437
261
5
119
270
180
50
437
Australia & Pacific Islands
106
59
45
2
16
29
22
11
59
Canada
448
244
197
7
66
178
92
36
244
Central & South Asia
1,260
848
412
0
271
454
119
17
848
East & Southeast Asia
1,452
588
856
8
191
421
155
41
588
Eastern Europe
211
94
116
1
36
48
37
11
94
Latin America
415
272
142
1
52
241
81
19
272
Middle East
263
166
97
0
35
95
70
13
166
United States
3,235
1,765
1,456
14
535
1,296
465
193
1,765
Western Europe
1,413
876
531
6
322
332
140
41
876
*Subtotals may not sum to global or overall figures due to missing demographic data.
41
mba.com Prospective Students Survey 2019
Contributors and Contact Information
Contributors and Contact Information
Contributors
The following individuals from the GMAC Research team made
significant contributions to the publication of this report:
Rhonda Daniel, Senior Research Manager, questionnaire
development and interpretation of data, and drafting of the
manuscript for intellectual content; Matt Hazenbush,
Research Communications Senior Manager, editorial and
manuscript review; Gregg Schoenfeld, Senior Director,
Research & Data Science, manuscript review; Tacoma
Williams, Research Senior Coordinator, sample development;
Devina Caruthers, Associate Research Manager, survey
management.
Contact Information
For questions or comments regarding the findings,
methodology, or data, please contact the GMAC Research
Department at research@gmac.com.
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mba.com Prospective Students Survey 2019
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